Yaroslav Zubko, an acclaimed Ukrainian-born designer, has embarked on a remarkable professional journey, his path marked by distinction.
He is frequently lauded by peer professionals for his original user experience (UX) and user interface (UI) design concepts.
Yaroslav earned the Ukrainian IT Awards Designer of the Year in 2019 and secured the Gold Winner title at the 2019 DotCom Awards. His stellar performance and recognition in Europe set the stage for his continued success in the US.
Not just a designer, he is also widely acknowledged as a prolific mentor, judge, and contributor, making him a significant figure in the realm of UI/UX design. His expertise extends to user-centric product design and conceptual innovation.
The American Chapter
Yaroslav's career experienced a significant ascent in 2017, when he ventured into the US, with his initial destination being the New York-based startup, UpTop—an apartment renting platform that connects renters and landlords.
During his tenure at UpTop, Yaroslav continued his ongoing commitment to crafting an "Interaction Library." This collection encompasses interaction samples and interface behaviors, serving as a valuable reference tool when communicating ideas to clients, developers, or other stakeholders. Yaroslav has been working on this library since 2016, further enriching its content and utility.
The project published on Dribbble resonated loudly across social media and notably captured the attention of one of Tinder's founders, Jonathan Badeen—probably due to the fact that some of the library's assets bore a resemblance with the Tinder interface elements.
"It was through these design projects and the recognition they earned that I availed myself of the opportunity to bring my expertise to the United States," reflects Yaroslav.
Following this, he received a compelling invitation that marked another pivotal moment in his career—to join Tinder in the role of Lead Product Designer.
Zubko was granted an unparalleled opportunity to cast a fresh user's perspective on the product. The primary focus was optimizing user monetization experiences. Entrusted with the task of redesigning the entire navigation of the application, he reflected on this experience as a unique chance that other designers had never had before.
"Transitioning to Tinder brought notable differences, particularly in the pace of development and the emphasis on user-centric design. Tinder's fast-paced environment and intense focus on user experience were distinctive compared to previous experiences, fostering a more iterative and user-driven design approach," Yaroslav says.
In his opinion, Tinder's retention of a startup spirit is evident in its nimble decision-making, fostering a culture of innovation, and encouraging experimentation.
"This characteristic, common in the Valley, emphasizes agility, rapid iteration, and a dynamic work environment, fostering creativity and risk-taking," Yaroslav added.
Synergizing Revenue and User Perspectives
Yaroslav's strategic focus involved optimizing subscription models, streamlining in-app purchase flows, and spearheading the creation of captivating premium features.
He played a crucial role in introducing intuitive features designed to elevate user retention and engagement, as well as in aligning Tinder's business goals with user needs in the design of products like Boost, Super Boost, and Super Like.
Yaroslav also executed a comprehensive restyling of subscription packages in accordance with Apple Store guidelines. "My tenure at Tinder allowed me to provide innovative design solutions, optimizing user experiences to drive revenue growth. In return, Tinder provided me with an invaluable platform to apply my expertise, collaborate with talented professionals, and contribute to a globally recognized product," Yaroslav notes.
Crafting Tinder's Premium Features and Elevating User Experience
Yaroslav was instrumental in shaping the user experience of Tinder. His contributions boosted the revenue generated by Tinder's Premium Features like Tinder Gold, Tinder Plus, and standalone premium offerings. His commitment led to the introduction of a few user-friendly features. As a result of this meticulous work, the application became noticeably easier to navigate.
Yaroslav shares, "The collaborative process at Tinder involves cross-functional teams. Some of my implemented ideas include refining the Boost and Super Like features, along with optimizing the subscription upgrade path. I take pride in contributing to these enhancements that elevate the user experience and drive revenue growth."
Tinder's Revenue Triumph: #1 in the App Charts
In Q1 2019, Tinder's revenue climbed by 42 percent year-over-year to reach $260.7 million across both stores, up from $183 million in Q1 2018.
Tinder's success in becoming the #1 ranked revenue app stemmed from a combination of factors. The substantial efforts of Yaroslav and the Revenue team at Tinder were instrumental in securing Tinder's position.
Focus on optimizing subscription models, improving user engagement through innovative premium features, and streamlining in-app purchase flows played a pivotal role in driving the app's remarkable success in revenue generation and user satisfaction.
Riiid Labs: Implementing Gamification in Education
After making impactful contributions at Tinder, Yaroslav transitioned to Riiid Labs, where he immersed himself in the world of online educational projects, an arena he had already encountered several years ago.
Building on the entrepreneurial experience gained from founding Fluently, a mobile application dedicated to immersive language exchange, Yaroslav brought his own unique perspective to educational app design. The venture underscored the pivotal role of user engagement, gamification strategies, and intuitive interfaces in shaping effective educational applications.
"With Fluently, I discovered the effectiveness of gamification, real-time interaction, and tailored learning experiences in keeping users motivated and engaged in the learning process, insights that significantly influenced my approach to educational app design at Riiid Labs," Yaroslav notes.
This focus not only aligned with Riiid Labs' mission but also showcased the transformative potential of merging design innovation with AI in shaping the future of personalized learning.
Embarking on Creative Independence
Following this chapter, Yaroslav took the leap, founding his own design agency.
The decision to establish the design venture was motivated by a longing for autonomy and a quest for creative freedom.
Presently, the team concentrates on diverse projects encompassing branding, UI/UX design, motion and interaction design, and innovative product development.
In Yaroslav's own words, "Looking ahead, I aim to focus on projects that intertwine technology and design to create impactful solutions for societal challenges. Projects centered on educational technology and community-driven initiatives intrigue me, aligning with my values of prioritizing people and effective communication."
